Insight: Milk offers nutritional benefits that help us sleep better at night and wake up refreshed in the morning. However, when asking Canadians about their milk consumption, they tend to drink it either at breakfast or before bed, but rarely both.

Idea: Fairlife wants to remind Canadians that milk should be a part of their routine all day.

How: By designing new packaging for Fairlife milk bottles, we divide the same product into two: Day and Night, creating a category disruption and driving a conversation: does the taste differ? We complement the new look with merchandise and a full awareness campaign with OOH billboards timed to change at sunset and sunrise, news takeovers, timed social ads, and retail promo.